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Isentia - How to develop an effective crisis management framework through social media listeningGetty Images - 360 Imagery and the power of immersive storytellingResearch First - The secret to changing behaviourAon - Professional indemnity insurance

Isentia

How to develop an effective crisis management framework through social media listening

Crisis management. Let’s be frank, we have all been through some sort of crisis, whether it's major or minor. When bad things happen, companies need to react promptly and undertake the right strategy to talk their way out of a mess and avoid affecting brand image as much as possible. But how many companies do have a framework in place?

It's important to identify the level of crisis, through social media comments, before taking any rectifying course of action, as your customers are the key to a successful business. Often, during a crisis, companies are keen to find out the cause but neglect focusing on effects. A little pre-planning can go a long way. Taking the time to reflect on the needs will better position your company when a crisis hits.

To equip companies to transition through a crisis as smoothly as possible, Isentia has classified the levels of crisis and developed frameworks with potential actions to undertake at each level. The severity of a crisis may differ from country to country, industry to industry. This is based on a generic perspective.

Level 1: General comments

This level of crisis generally focuses on comments around product use, recommendations, certification, pricing, promotion and other related advertising. They usually last for only 48 to 96 hours and have fewer than 51 interactions per day.

Be reactive to give a clear time commitment to response and give regular updates on the process of enquiries. Be proactive and post regular educational content with clear explanations and expert advice to overcome issues due to customers’ lack of product knowledge.

Level 2: Aesthetics Issues

This covers the appearance and packaging of the product. In general, it lasts for one to two weeks and ranges between 51 to 250 interactions per day.

Possible action to undertake: Activate Brand Loyalists

Identify active people from social media channels during pre-crisis and nurture them to become brand loyalists through incentives and rewards.

Level 3: Product Issues

The highest level of crisis relates directly to consumption of products or experiencing services. It usually lasts for more than a month and has more than 251 interactions a day.

Possible action to undertake: Integrate Customer Engagements

Have a 360 view of customers’ interaction in the social sphere and establish a holistic resolution of the customer issue and react swiftly if the issue erupts again on social media channels.

Getty Images

Getty Images VR: 360° Imagery and the Power of Immersive Storytelling

360° Imagery provides an experience that has the power to immediately transport someone – whether it’s to the other side of the Earth, under the sea, back in time, or into outer space. From education to entertainment, the possibilities for 360° imagery are endless.

“It’s an opportunity to show people around an environment that they would never be able to see otherwise,” Hugh Pinney, Getty Images’ VP of Editorial said. “360° content really drives curiosity. You’re taken down this rabbit hole of information, where you’re visually guided through the story that’s being told, pulling down more information everywhere you look. The scope is enormous, really engaging, and great fun. You can take people on a huge journey, and that’s where this technology really starts to lead.”

Putting together an immersive visual experience is a priority that’s built into the creative process from image to conception to creation. Photographer Jonathan Ferry, who shot a 360° still from inside Danica Patrick’s racecar, know first-hand just how much consideration goes into creating VR imagery. “You have to visualize the picture before it happens,” he said. “You’re not capturing a moment; you’re creating an experience for the viewer. The closer you are to the subject matter, the better the images comes out. If it’s too far away, it doesn’t give that same intimacy and that unique perspective. It’s a matter of thinking about what’s in front, behind, above, and below you, and making sure every element has a purpose and is interesting.”

Alex Wong, a Getty Images staff photographer, is always looking for good opportunities to shoot 360° images while on the job. “For still photography, the widest angle we had before was 180°. That only shows one side of the story and we can’t see anything beyond that,” Wong said. “Now you can have a way to show not only what’s in front of the lens, but what’s behind the lens as well. Sometimes, what’s behind the lens is really what’s worth showing your audience.”

The potential and possibility to delight, communicate, educate and inform through interactive 360° experiences will only continue to grow and evolve in years to come, astonishing audiences along the way.

Research First

The secret to changing behaviour

A great deal of our work at Research First is about changing behaviour. But as anyone who works in this field will tell you, getting people to change their behaviour is hard.

For some sense of just how hard it is, think about the last time you tried to change one of your own habits. How are those New Year’s resolutions working out for you? According to one measure, for two-thirds of us those resolutions don’t even make it to February intact. If we struggle to change our own behaviour, how do we hope to encourage others to change theirs?

The answer seems to be ‘by planning what we’ll do when the initial motivation runs out’. Another way to put this is that the secret to effecting lasting change is with what are called implementation intention plans.